Setting up a digital marketing campaign can be a daunting concept for any marketer. With so much inventory available, how do you know if you’re spending your budgets in the best possible way?
Here’s a breakdown of the process, showing the most important considerations along the way.
1. Know your customers
The first thing to address is making sure you understand your customer and who they are. With the vast quantity of media available; it’s essential you know your demographic and which platforms you can expect to reach them on.
2. Choose your creative carefully
All too often you’ll see advertisers focus their efforts on the media buying while leaving creative as an afterthought.
If you don’t have good creative you could reach every person in your target demographic but still not see the results you’re looking for. I always ask myself two questions: Would I be interested in this ad? And: Would my reaction to this ad answer the brand’s objectives?
3.Plan your budgets
Working out a campaign’s budget is never an easy task. It’s always good to start off by running small tests before rolling activity out on a larger scale.
There’s a fine line between a fair test and taking an unnecessary risk and it’s important you know what that is. It’s worth considering what results you need to see to understand if a campaign has worked. If you’re running a direct response campaign and your KPI is generating sales, how many sales do you need at what conversion rate, for the test to back out for you.
Let’s say your target conversion rate is 10%, this doesn’t mean you only need 10 clicks to see if you get a sale to determine your campaign’s success. A test of this size will not offer a fair representation of performance, it’s just too small. This is why you need to carefully work out how many clicks are required to generate tangible results you can learn from.
4.Test and learn with your targeting
Don’t always expect to get your targeting right first time. Sometimes you’ll need to test a few different options before you find the one that works best for you. It’s always worth identifying a few targeting options that fit your demographic and spreading your budget evenly across all of them. An example of this would be changing the time of day you show your ad, or alternatively the channel you’re using to promote it. Once you’ve let the test run and you can see what options work best; you can optimise your campaign accordingly.
Make sure when testing different targeting options that you keep everything else consistent. If you change things like the creative or copy; it’ll be impossible to identify exactly what it is affecting your results.
5.Make sure you track from start to finish
The ability to track online activity with today’s technology is incredible, make sure you use this to your advantage. You can track AD impressions all the way through to when a customer converts. This will allow you to keep a close eye on where people are dropping off; giving you valuable insight into any changes you need to make. If your ad is getting impressions but no clicks, you might have an issue with your creative. If you’re getting clicks but no conversions, you should consider improving your landing page.